8 Mistakes Fast Food Restaurant owners are making in their Commercial Digital Menu Boards
The UK is experiencing a surge in new, independent 'Quick Service' and 'Fast Food' restaurants with the trend continuing into 2019 and beyond.
Restaurant owners are keen to adopt and keep pace with digital food menu trends but often miss the following 8 golden rules they need for success.
These basic rules will help prevent you from making the most common mistakes with commercial digital menu boards without costing you and your business thousands of pounds.
1. Wrong Size Screen
All restaurants are different in size. Some have limited wall space and some have awkward architecture to overcome. Always choose a menu screen that works in harmony with your restaurant size and don’t be tempted to under-cut the screen size to save money.
2. Screen location.
This works hand in hand with screen size. The location of your screen or screens are critical. Do your research and pay attention to the way your location works. Look where your customers stand when deciding on their meal. They should be able to see the menu screens almost immediately from entering the restaurant. If you opt for a teaser screen, consider placing a highly bright digital window menu board next to the entrance door or in a prime window facing the pedestrian flow.
3. Visual noise.
Don’t be tempted to fill your menu screen with loads and loads of content. If it is too difficult to read or takes too long to comprehend your customers will become bored, lose interest and walk away. Remember, you are a quick service provider so make sure customers can understand and decide your offers as quickly and efficiently as you serve food.
4. It’s all about the content.
Making a digital version of your existing printed menu is going to give you a very expensive light box resulting in very little engagement for your customers. Use video; the movement will attract attention immediately. Get a content strategy in place that is consistent; offer certain meals relevant to the seasons and time of day. Hot soup and a bread roll in winter, salad and a cool soda in the summer.
5. Content delivery.
There is plenty of commercial digital menu board software out there in the market. Choose one that is scalable but does not have so many bolt-on features that you will never use them. This becomes expensive and eventually frustrating. Choose software that works for you and remember that often the simplest of software gets the biggest return.
6. Provide allergenic information about the food you sell.
This is becoming more relevant today than ever before. Inform your customers of any allergenic food ingredients you may use in the food you make and sell. This can be displayed on a dedicated menu screen or as part of each meal. Your customers will thank you for this and you will find that they return as loyal customers to a restaurant they can trust.
7. Getting your customers to take action.
A good call to action is critical. You could have had some of the best content created for you, or by you, but if your customer is not directed with what to do next, that content will really struggle to engage.
8. Too many words.
Do not overload your commercial digital menu board with blocks of text. You want content to be easily read in small bite-size pieces. Spread your text out and break it up with images and/or video. Make the text move. Your customers will not have the time or the inclination to read lots of tightly bound text.
James Hogg Display have helped hundreds of businesses like you to find a digital display solution that fits your needs, budget and goals. We go the extra mile to make sure that our customers get what they need, with personalised service and support with content, delivery and installation should you need it.
If you’re looking for commercial digital menu boards, you’re in safe hands. Talk to our team today and let us answer all your questions.